The Research Of Beijing TV Sports Channel Brand Extension

The brand value of China’s media has not been fully exploited. In recent years, many scholars have proposed that media industry business management, which directly achieve value of the brand of media.Beijing TV sports channel organized two types of theme park in recent years. In this way, Beijing TV sports channel access brand benefits, economic and social benefits. Provide a case of media cash brands value directly.Analyzed theme parks of Beijing TV sports channel from Brand extension perspective. First, analyzed reasons for the success, include four reasons of its own conditions, market conditions, business models and comprehensive exposition from the perspective of brand extension. Second, stated the benefits of large-scale events of Beijing TV sports channel. Mainly includes three aspects of brand, economic and social benefits. Then made a measure how media implement the brand extension strategy.Draw the following conclusions and recommendations:1, The provincial TV sports channel’s have conditions implement brand extension strategy;2, The media brand in the implementation of brand extension and brand extension should focus on matching the parent brand;3, The implementation of media brands Brand extension should focus on the combination of economic and social benefits.